Pfitzner (pictured) will be based in Germany and will oversee the firm's licensing activities in Germany, Austria and Switzerland, Central & Eastern Europe and Scandinavia.

He previously held the role of licensing director at Mattel and, prior to that was brand manager at Nintendo.

In addition, Izabella Tumilowicz has been appointed senior licensing manager CEE region. She will oversee the licensing programmes in Poland, Czech, Slovakia, Hungary, Romania, Bulgaria and other CE markets.

"We are investing in our teams and structure and looking forward to working closely with retailers and licensees in these markets," said James Walker, VP of brand licensing and publishing EMEA at Hasbro. "Markus, Izabella and Maya will add strength to Hasbro licensing with their competence and significant experience, a powerful asset to our business going forward."